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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


Guiding Principles Model: A Call to Integrate the 4 P’s into a Strategic Construct


Author(s): Philip E. Heckman, Alice Jacobs Vestergaard, Kathleen M. Sole

Citation: Philip E. Heckman, Alice Jacobs Vestergaard, Kathleen M. Sole, (2018) "Guiding Principles Model: A Call to Integrate the 4 P’s into a Strategic Construct," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 4,  pp. 60-68

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Although flawed and roundly criticized, the 4P’s have been introduced in marketing texts for 50 years as a foundational marketing concept. This paper urges educators to reform curricula to provide students an immutable set of principles on which to base marketing decisions and proposes a values-driven Guiding Principles Model (GPMTM).